Mumbai: ASICS has unveiled its latest global campaign, “Get The Glow”, positioning movement as the original and most authentic way to achieve radiance by highlighting real post-exercise faces instead of filtered beauty standards.
The campaign features individuals, including ASICS athletes, photographed moments after completing a run, walk, workout, or game. Captured without filters or elaborate skincare routines, the images showcase brighter expressions, elevated confidence, and the natural glow that comes from physical movement and improved mental wellbeing.
The campaign arrives amid rising consumer obsession with achieving instant glow. According to the brand, online searches for glow-related skincare terms have increased by 43% year-on-year, while social conversations around getting a glow “fast” have surged by 375%. At the same time, women are spending an average of 22 minutes daily on skincare routines, contributing to a global skincare market now valued at $162 billion.
ASICS is using the campaign to reinforce its long-standing philosophy of “Sound Mind, Sound Body,” highlighting research that suggests just 15 minutes of movement can positively impact mood, confidence, and overall mental wellbeing.
Commenting on the campaign, Saurabh Sharma, Director- Marketing, ASICS India, said, “The idea of ‘glow’ today is often shaped by filters, fast fixes and multi-step routines. With ‘Get The Glow’, we want to reframe what glow really means. Rooted in the ASICS’ philosophy, ‘Sound Mind, Sound Body’, we believe true radiance begins with how you feel from within. Our research shows that even 15 minutes of activity can lift your mood, boost confidence and bring out a visible, natural radiance. Through this campaign, we want to inspire more people across India to choose movement as the simplest and most authentic way to feel and look better.”
By spotlighting authentic post-workout moments, ASICS aims to encourage consumers to embrace movement not merely as a fitness activity, but as an accessible and effective pathway to improved mental wellbeing and self-confidence.
